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MRM Webinar Part 1

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Adam "AB" Bloom
Adam "AB" Bloom

Part 1 of a case study on marketing resource management software which covers key metrics in marketing.

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Laura Patterson President & Author [email_address] 3 Perspectives on Marketing Management Excellence Key Metrics for Measuring Marketing’s Value
About VisionEdge Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Today’s Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where Do We Start? ,[object Object],AMA Definition of Marketing Create, communicate, and deliver value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. “ The purpose of a business is to create a customer .” - Peter Drucker
3 Ways to Achieve our Job ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Find/Secure Profitable Customers Acquisition Keep Customers Penetration Grow Customer Value Monetization Market Share Lifetime Value Brand/ Customer Equity
A Tale of 2 Marketers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance Management ,[object Object],CMO Council's 2008 Marketing Outlook ,[object Object]
5 Characteristics of a Performance-Driven Marketing Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],A performance-driven organization has a set of measurable performance standards, a pointed focus on outcomes, and clear lines of accountability - all of which are important if a marketing organization wants to prove its value.
The Value of Measurement and Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Four Hurdles Marketers Must Overcome Measuring and Documenting Marketing’s Value Measurement Competence Metrics too Tactical Data, Analytics and Measurement Skills
3 Changes We Must Make ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
If We Change, Will it Matter? ,[object Object],[object Object],[object Object],[object Object]
Will It Make a Difference? ,[object Object],[object Object],[object Object],[object Object],[object Object],- Aberdeen Group
Five Best Practices for Creating a Performance Measurement Systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Metrics and Performance Indicators Certain Facets of Performance Move Needles for Each Gauge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Effective Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Marketing Dashboard Construction
Success Hinges on Three Factors Processes, Systems, Tools Skills & Training Culture
Processes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ten Steps You Can Take Tomorrow ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ten Steps You Can Take Tomorrow ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You and Questions ,[object Object],[object Object],[object Object]

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MRM Webinar Part 1

  • 1. Laura Patterson President & Author [email_address] 3 Perspectives on Marketing Management Excellence Key Metrics for Measuring Marketing’s Value
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  • 10. Four Hurdles Marketers Must Overcome Measuring and Documenting Marketing’s Value Measurement Competence Metrics too Tactical Data, Analytics and Measurement Skills
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  • 18. Success Hinges on Three Factors Processes, Systems, Tools Skills & Training Culture
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Notas do Editor

  1. One Marketing director carefully tracked three Marketing outcomes: conversion rates, acquisition costs, and satisfaction. After the launch of a new product, she carefully tracked lead and conversion activity and used this information to help better focus the Marketing efforts. From Marketing project to Marketing project, she was able to track performance with real quantitative evidence of how well each effort performed and produced. A second Marketing director didn't bother with Metrics. He wasn't willing to allocate the resources and effort into metric collection. She believed she was doing her job because her focus was on completing the projects her manager requested on time. She did attempt to gauge "lead" activity and web site effectiveness with a web-analysis tool that provided some general web traffic data. Today, both companies are going through budget cuts. What do you think happened to each person's budget? You're probably right. The first Marketing director was able to salvage a larger percentage of her budget and allocate it for those activities that are producing results. Our friend at the second company lost most of her budget and all of her people. As time goes on, the historical data that ongoing metric collection provides speaks for itself